Brand Management in the Business-to-Business (B2B) Context

Chen, Mobing (2012) Brand Management in the Business-to-Business (B2B) Context. [Dissertation (University of Nottingham only)] (Unpublished)

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This research aims to explore how brand management influences business-to-business (B2B) companies in the form of new client acquisition. Keller’s customer-based brand equity model has been testified by Kuhn et al. to work in a single high-technology B2B industry. This research adapts the model to a different B2B market, a high-technology online service market. Specifically, the brand Testimonial Monkey and its clients are researched. The model is comprised of three steps, namely corporate brand equity, response and relationships and is validated in this industry. The practical implications for marketing practitioners and suggestions for further studies are discussed.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 13:37
Last Modified: 23 Oct 2016 03:39

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